Senior Whole Health
When Boston, MA-based Senior Whole Health (SWH) needed marketing support for its healthcare plan for individuals eligible for Medicare and Medicaid (“dual eligibles”), it turned to Rueckert Advertising.
The agency, which has more than 17 years of results-driven marketing experience for hospitals and institutions, began by hosting a series of focus groups in SWH’s service area.
From these informal gatherings, we created a robust and compelling tag line (Simple. Secure. Independent) and developed a strong brand identity for the company.
Since dual eligibles represent just 2.5 percent of the population and cannot be reached through most traditional advertising channels, we needed a creative marketing strategy to help SWH boost enrollment and build relationships with providers and agencies that care for the elderly poor.
Our strategy centered around developing consistent messaging with a strong public relations program and integrated marketing materials, including brochures, flyers, direct mail, print ads for ethnic and weekly newspapers, and transit targeted to key neighborhoods.
SWH has experienced a significant escalation in top of mind awareness among potential members and physicians.
We continue to provide ongoing, full service marketing support to SWH as the company continues to grow with more than 9,000 members.